Product SynopsisA detailed market research report on the Serbia beer industry. Researched and published by Canadean.

Introduction and LandscapeWhy was the report written?This report comprises high level market research data on the Serbia beer industry, published by Canadean. The report covers the total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.

What is the current market landscape and what is changing?The beer market contracted by more than 2% in 2012. Lower consumer spending adversely affected mainstream brands such as Jelen, Pils Plus and Bg.

What are the key drivers behind recent market changes?Beer sales in Serbia depend on the climate, which is defined by cold winters and hot summers. Unexpected heavy snowstorms in February 2012 caused road closures, delivery problems and sharp volume drops. However, for the second consecutive year, a warm September and October prevented sharper yearly drops.

What makes this report unique and essential to read?The Serbia Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ‘on-the-ground’ industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.

Key Features and BenefitsThis report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Serbia Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.

Key Market IssuesThe negative effects of the Eurozone debt crisis, as well as the credit rating downgrades of leading economies reduced foreign investment and hampered efforts to privatize the remaining state-owned, smaller breweries that are trying to find strategic global partners.

Imported beer went down by 16%. Most of the premium and super-premium brands reported poor performances.

Exports went down by 2%, due to the difficult economic climate in the ex-Yugoslavian region. Locally produced international brands continued penetration of the regional export markets by reducing production costs and shelf prices.

All the smaller independent breweries registered double-digit falls, apart from Jagodinska Pivara, where local state authorities stimulated sales (local events).

The reduction in sales in Horeca outlets has directly affected the share held by glass, still the most popular pack type.

Key HighlightsAfter three consecutive years of decline, beer consumption finally recorded some growth in 2012. New product development (beer mixers with lemon), favourable weather and marketing support for the discount segment drove growth.